ACCclass 3-2011


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  • This class is about using the internet as a tool for business, mainly in terms of marketing. Photo credit:
  • (Networking)
  • Whatever you do in business benefits from being part of an overall strategy aimed at stated goals. There’s a cycle that repeats in any business endeavor. Note Seth Godin (and many others) on the frequency of failure. There’s no such thing as failure if you’re working this wheel.
  • Marketing used to be advertising, mainly. Outbound. Internet’s enormity forces marketing to turn around, become inbound, based on brand and content.
  • It’s recommended that you create a full written plan, with objectives, tasks, assignments, schedules, and all the rest. Short of that, at least be VERY CLEAR about your expectations. Know what you want from the internet and how you’re going to go about getting it.
  • Like the business cycle, the measurement cycle is self-perpetuating. You nurture it by consistently sharing high quality content.
  • Expect that change and adaptations will be constant. Work towards confident flexibility. Say yes. Going viral. Participating. Branding.
  • Marketing=publishing.
  • Blogging should follow the same old steps that all business initiatives follow (see slide #3). Your blog shows your level of activity, contribution, care for / involvement with your market, your expertise in and contributions to your field, your reliability, your confidence.
  • Also note Facebook switch to iFrames. Both emphasize the need for a home base.
  • ACCclass 3-2011

    1. 1. Making the Internet WORK for You
    2. 2. Pleased to meet you
    3. 3. Business as usual
    4. 4. Content Marketing <ul><li>Marketing: </li></ul><ul><li>Conversation </li></ul><ul><li>Publishing </li></ul><ul><li>Relationship building </li></ul><ul><li>Branding </li></ul>
    5. 5. PLAN <ul><li>Business goals </li></ul><ul><li>Professional advice </li></ul><ul><li>Research / listening </li></ul>
    6. 6. EXECUTE <ul><li>Devise SOP for online interactivity, with your team’s involvement </li></ul><ul><li>Dialog with customers </li></ul><ul><li>Listen, adapt, be generous </li></ul><ul><li>Walk the edge between you and your community (tribe) </li></ul><ul><li>Share content –news, conversations, resources </li></ul>
    7. 7. MONITOR <ul><li>Google analytics </li></ul><ul><li>FB stats </li></ul><ul><li>blog stats </li></ul><ul><li>inbound links </li></ul><ul><li>Alexa rankings </li></ul><ul><li>Google ranking </li></ul><ul><li>social media conversations and connections </li></ul><ul><li>Leads – HubSpot, Trackur, Radian6 </li></ul>
    8. 8. MEASURE <ul><li>#leads to </li></ul><ul><li>#prospects to </li></ul><ul><li>#buyers to </li></ul><ul><li>#repeat buyers to </li></ul><ul><li>#loyal fans </li></ul><ul><li>(power of your tribe ) </li></ul>
    9. 9. INNOVATE <ul><li>Trends. </li></ul><ul><li>Options. </li></ul><ul><li>Sharing. </li></ul><ul><li>Think globally. </li></ul><ul><li>Smarter conversations. </li></ul><ul><li>‘ Coopertition.' </li></ul><ul><li>Be remarkable. </li></ul>
    10. 10. STEPS IN AN IM PROCESS <ul><li>Listen . Absorb. Experiment. </li></ul><ul><li>Make a plan that is driven by your business goals. </li></ul><ul><li>Create online content (&quot;brochure&quot;) about your business and how it serves people's needs. Be sure to present benefits much more liberally than features. Concern yourself with the visitor to your site: what are they looking for, what are they hoping to find? </li></ul><ul><li>Create a plan and schedule for continuously changing content . </li></ul><ul><li>Branding/trust. Building friendship. </li></ul><ul><li>Having created your cyber home, now go out in the neighborhood, make friends and invite visitors. That is, set up social media accounts according to plan and participate with them. </li></ul><ul><li>Be patient. Monitor . At previously arranged dates, evaluate and move on to innovation . </li></ul><ul><li>Continuously produce content; continuously dialog with your market. </li></ul><ul><li>(If you have a great product/service) Get ready for rapid expansion . </li></ul>
    11. 11. CONTENT <ul><li>Website – accessible, attractive, informative, satisfying, up-to-date </li></ul><ul><li>Blog – (create sub plan) written/pix/videos/guests/interviews/announcements/tips/ etc. </li></ul><ul><li>Social media </li></ul><ul><li>Linkedin (profile and biz) </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul><ul><li>Flickr </li></ul><ul><li>Quora </li></ul><ul><li>Foursquare </li></ul><ul><li>Google (inc. blogs, images, reader) </li></ul><ul><li>Whatever else </li></ul><ul><li>Q&A and forums for special interests </li></ul><ul><li>Internet marketing </li></ul><ul><li>Google Adwords </li></ul><ul><li>FB/LinkedIn ads </li></ul><ul><li>Link online and offline (meetups, inside 336, groupon) </li></ul>
    12. 12. BLOGGING <ul><ul><ul><ul><ul><li>PLAN </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>EXECUTE </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>MONITOR </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>MEASURE </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>INNOVATE </li></ul></ul></ul></ul></ul><ul><li>Blog = How you share your business with your market. </li></ul><ul><li>“… you need content in order to leverage the Web for traffic, sales, leads or buzz. As long as you have content via free ezine, e-alerts, bonus reports, etc. You can use that content, repurpose it and disseminate it around the Web in targeted locations for SEO, free PR, social marketing and more ....” </li></ul>
    13. 13. BLOG PLAN <ul><li>Medium </li></ul><ul><li>Who is the Reader </li></ul><ul><li>Goal </li></ul><ul><li>How often update </li></ul><ul><li>Overall topic area </li></ul><ul><li>Three possible post titles </li></ul><ul><li>Others who may help you produce posts </li></ul><ul><li>The first sentence of your first post </li></ul>
    14. 14. <ul><li>REASONS TO BLOG </li></ul><ul><li>From ( </li></ul><ul><li>Whenever I talk, write, consult, lecture, I can’t stress enough the importance of blogging for your </li></ul><ul><li>company or brand. Believe me, it really pays off. I have seen it time and again. If you are still in doubt, </li></ul><ul><li>here are some reasons to blog: </li></ul><ul><li>Create an image of an expert </li></ul><ul><li>Interact with clients and prospects </li></ul><ul><li>Improve search engine rankings </li></ul><ul><li>Spread the word </li></ul><ul><li>Talk about more than just products and services </li></ul><ul><li>Solve client’s problems </li></ul><ul><li>Build trust </li></ul><ul><li>Stay on top of your field </li></ul><ul><li>Build brand </li></ul><ul><li>Exercise your creativity </li></ul><ul><li>Put a human face on your brand </li></ul><ul><li>Proving ground </li></ul><ul><li>Foundation for social media activities </li></ul><ul><li>Differentiate from competition </li></ul><ul><li>Educate clients, prospects, stake holders </li></ul><ul><li>Increase traffic </li></ul><ul><li>Make money </li></ul>
    15. 15. Seth Godin and Tom Peters <ul><li>http:// = livzJTIWlmY&playnext =1&list=PL15563DBA80C099AE </li></ul>
    16. 16. 10 Ground Rules of Social Media 1. Social Networking requires “active engagement” 2. Be a community builder: Social Networking is relationship-oriented 3. Experiment with a number of Social Networks, but only focus your time on 3 or 4. (Don’t spread yourself thin!) 4. Consistently add value to the group (Share expertise, add great content, write recommendations) 5. Be selective and strategic about inviting “friends” 6. Avoid any aggressive marketing tactics 7. Build memorable profiles 8. Establish a routine and stick to a regular schedule 9. Be professional  and personable 10. Be focused  and  flexible
    17. 17. <ul><li>TRUST </li></ul><ul><li>Consistency and generosity </li></ul><ul><li>Monitoring ORM </li></ul><ul><li>Web presence as NORM (Natural Online Reputation Management) </li></ul><ul><li>Yelp, FourSquare, Groupon </li></ul><ul><li>Social networks </li></ul><ul><li>Measure trust/traffic/effectiveness </li></ul><ul><li>Trackur </li></ul><ul><li>HubSpot </li></ul><ul><li>Radian6 </li></ul>Two Mega-forces in online inbound marketing are: TRUST and CONTENT.
    18. 18. <ul><li>CONTENT </li></ul><ul><li>What can you give away for free? </li></ul><ul><li>What can you create regularly and frequently? </li></ul><ul><li>What way(s) do you best enjoy expressing yourself? </li></ul><ul><li>Repurpose and distribute content to </li></ul><ul><li>RSS subscribers (make easily available) </li></ul><ul><li>Articles sites </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Delicious </li></ul><ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Squidoo / HubPages </li></ul><ul><li>Newsletter </li></ul><ul><li>LBSNs (inside,, LinkedIn groups, etc.) </li></ul><ul><li>ETC. </li></ul>
    19. 19. QR code <ul><li> ” Media where QR codes have been deployed include: billboard ads, guerilla marketing campagns [21] , in-store displays, event ticketing and tracking, trade-show management, business cards, print ads, contests, direct mail campaigns, websites, email marketing, and couponing just to name a few.” </li></ul><ul><li>http:// </li></ul>
    20. 20. A few helpful links <ul><li>Darren Rowse, champion blogger - </li></ul><ul><li>Brian Clark, ‘early-adopter’ - http:// / </li></ul><ul><li>Seth Godin’s blog - </li></ul><ul><li>Mitch Joel, Six Pixels of Separation - http:// / </li></ul><ul><li>Get the wordpress structure - http:// / </li></ul><ul><li>Quora discussion - </li></ul><ul><li>Best corporate blogs - </li></ul><ul><li>Lee Odden recent post - </li></ul>
    21. 21. <ul><li>Some free tools from </li></ul><ul><li>Virtual Writing and Communications : </li></ul><ul><ul><ul><li>DIY Social Media Marketing Strategy </li></ul></ul></ul><ul><ul><ul><li>Discovering Your Brand </li></ul></ul></ul><ul><ul><ul><li>Writing Virtual Assistant </li></ul></ul></ul><ul><ul><ul><li>Inbound Marketing with Mary </li></ul></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>